ABSTRACT
This chapter concentrates on the subjective aspects of culture that can help marketers connect at deeper levels with Latino consumers. Subjectivity is at the center of marketing, and cultural subjectivity is at the core of cross-cultural marketing. Positioning is a concept or idea that elicits desired responses about a brand or product from consumers when communicated. A typical and overused cultural dimension employed to market to US Hispanics is that of individualism versus collectivism. Space and time are the most basic dimensions of knowledge. In the area of customer service, many marketers have found that interactions with Hispanics take longer and that these customers tend to prefer longer and more reassuring interactions. The phenomenon of polymorphic leadership shapes the ways in which brands diffuse and grow through Hispanic interpersonal networks. Successful Hispanic marketing efforts are those that develop a close connection between a brand and Latino consumers at the emotional level by tapping into their cultural roots.
